Installation view of Michael Riedel booth at The Armory Show, 2012. Courtesy David Zwirner, New York

The Art not defining art

28 November 2012

by Katja Schmolka

THE ART…

and its many worlds are popular again this year at the annual Armory Show 2012 – International Fair of New Art in New York at Pier 92 and 94 from March 8 – 11 2012. It is the largest and most prestigious contemporary art fair held in the United States. This year, it is breaking with some of its convention, among other things by focusing on Nordic art, and on a smaller scale, by presenting a good assortment of exhibits and meticulously selected exhibitors. Also new at the Armory Show is the first time virtual presence via the Internet on the high-profile, art-online-marketplace, Paddle8.

CYBER ART – New Global Methods for Traditional Art

For the first time in the fourteen-year history of the Armory Show, the art- and auction experience is made possible online through the innovative Paddle8 platform, a virtual online marketplace for art at the highest level. Co founder Aditya Julka and Alexander Gilkes founded the platform in May 2011. It is home to art exhibits, trade shows, live performances and editorials of the artists, including interviews: between the space within the space, not tangible, yet real – worldwide. In no time, the Paddle8-Team in collaboration with over 200 galleries, including David Zwirner and Gagosian, was managing museums and art foundations around the globe. This makes art along with their artists, art lovers and experts accessible to us. Paddle8 has a clear message, and it is called “education”.

EDUCATION

Here education begins before the Armory Show and it involves creating a new appreciation for gallery owners, art dealers and art collectors in order to be well-prepared for the experience of the show. Education is the common denominator that connects Noah Horowitz, director of the Armory Show Art Fair and the Paddel8-founders Aditya Julka and Alexander Gilkes. Even before the show, art enthusiasts can make a selection and record it to a list. Personal meetings between gallery owners, artists and Art dealers can be arranged quickly and easily online. This keeps the focus on exhibits and exhibitors, which are of essential interest for art buyers. It also prevents the feeling of being overwhelmed by too much art in one place. In Paddle8, personal presentations of the artists in the form of interviews, movie presentations and dossiers are in great demand. This creates a transparent image at all levels.

Speaking of image: The pixel resolution of the photographed art objects is so high, that viewers, who zoom in on the matter, get the feeling of physically standing in front of the image. For more traditionally-oriented art buyers this is an important reason for purchasing art online as well. Art is atmospheric, and the concept of sending it into the sphere of the global audience has opened up a whole new level, a new era in dealing with art.

THE AUDIENCE

Last year, more than 65.ooo art enthusiasts from both home and abroad made the pilgrimage to New York. Art collectors, dealers, galleries, artists, museums and art institutes shared the artistic experience with tours, panel discussions, and auctions. In one of the Armory Shows, the artist Chris Ofili even auctioned off two of his works for the benefit of the elephants at the London Zoo. The very first Armory Show was held in 1913 in the Armory, the “Fighting Irish” of the New York National Guard Regiment, on the corner of Lexington Avenue and 25th Street. Back then, the show was officially called the International Exhibition of Modern Art, and it was an exhibition for artwork, paintings and sculptures of modernity represented by European and American artists. The exhibition was so successful, that soon afterwards it was shown in Chicago and Boston as well. With this, the Armory Show exerted significant influence on the development of American art. The year 1913 marks the beginning of modernism in America.

Four New York galleries retraced the footsteps of history with the launch of the Gramercy International Art Fair in 1994, which later moved to the Armory in 1999, and has since then been known as The Armory Show – The International Fair of New Art. This was the revival of an essential tool in the American arts scene. And still is…

It is mysterious, provides a way to emotions, and its essence is in existing. Intrinsically, it enshrines itself as a mystery.